Develop and launch the Spotify Partner Program, a new monetization model that enables creators to earn from both advertising and Premium video revenue. The experience needed to make a fundamentally new model understandable: Spotify Premium subscribers get eligible video content without ads, while creators can earn based on how much those fans stream their content.

Build a content strategy and product language that connected two distinct revenue models — ad revenue and premium video revenue — into a single, cohesive creator proposition. The strategy reframed an inherently complex monetization system around a simpler creator benefit: more ways to earn from the same content while delivering an experience tailored to the audience.

I led content strategy and design across key experiences, partnering with product, design, and marketing to shape positioning, terminology, messaging, and the end-to-end creator experience.

The Spotify Partner Program expands the ways creators can build sustainable businesses on Spotify by earning a 50% share of recognized revenue from eligible Spotify-monetized ads while also earning from Premium consumption of eligible video content. Spotify premium users also get an uninterrupted video experience, aligning creator monetization with a better fan experience.